Corporations operate under constant public scrutiny in the digital era, with stakeholders empowered by social media and AI-driven communication technologies. Business communication must navigate complex challenges by leveraging digital platforms to foster dialogue, manage public perception, and build resilient brands in a globalized environment while striking a delicate balance between authentic stakeholder engagement and the strategic adoption of emerging AI technologies.
This course comprehensively introduces business communication and strategic communication management, emphasizing its objectives, strategies, and evolving practices in the digital age. Students will critically engage with contemporary challenges such as digital reputation management, crisis communication, corporate social responsibility (CSR), and AI-driven communication. Through real-world case studies, guest lectures, and hands-on evaluation methods, students will learn to develop strategies that foster dialogue, build trust, and create long-term value for organizations in an increasingly complex communication landscape.
- Enseignant·e: Diana Ingenhoff
- Enseignant·e: Roman Winkelhahn